College Kids and Happiness
A lot of times, advertisers will try to execute guerrilla ad campaigns that don't necessarily align with the brand messaging. Coke, however, recently pulled off a truly integrated and relevant stunt.
Keeping with the theme of Coke's "The Happiness Factory" spot, agency Definition 6 installed a special vending machine on a college campus, basically acting as a "Happiness Factory" in and of itself.
Skip to 1:02, at which point the Coke executives grin widely and declare this a "success." [Via]
As previously noted, traditional media is trying to come up with innovative ways to slow and prevent its impending demise. This particular example is a nontraditional ad placement scanned from USA Today (via copyranter). Aflac's duck is silhouetted in the Stocks page , with a call to action on the bottom. The featured microsite features quasi-deceptive questions about health insurance, proving that "you don't know quack."
It's certainly a genius idea, though I'm not sure if too many people still check stock quotes in the paper. This also strikes me because it comes right after Aflac put its account in review, and is looking for a new agency. Why make such a bold move and fire your agency when you have such big nontraditional on the horizon?
In true Darwinistic form, as our generation spends increasing amounts of time in front of screens, traditional media has either had to evolve or whither away. A few answers have included enabling mobile websites, social media, and "apps."
Recognizing the danger, Hearst Media, the media giant which owns Cosmo, Esquire, and Popular Mechanics, has fused digital with traditional to create its own self-serving version of Amazon's Kindle, called the Skiff E-Reader. In short, it's a Kindle for your Newspapers and Magazines. Now how will it compete with the upcoming Apple Tablet, and everyone else's digital answer to the dying traditional problem?
Advertising can contradict itself. The most common of advertising gone wrong is unfortunate ad placement, seen all over the web and traditional media. However, every now and then an ad's copy can betray its intent.
This ad, featured on a Subway, basically asks passengers not to litter. However, the 'fine print' says "thank you for contributing," as subway litter is recycled. If anything, that little tidbit encourages the litter. Whereas trash in the can generally ends up in a landfill, trash on the ground goes green. Which one do you want?
I find it odd that this museum, sponsored by the Chamber of Commerce, a Government Agency, is accepting money from outside advertisers. Although this is a genius, innovative media placement idea, it seems to be a slipper slope. If the Government can accept advertising from brands here, does this take away or effect their ability to make policy? What would stop them to opening other doors to sponsorship of other agencies?